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Exam 8: Identifying Market Segments and Targets

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Question 31

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In the ________ step of the market segmentation process,the marketer evaluates the segment using criteria such as market growth and market access.

A) need-based segmentation
B) segment identification
C) segment attractiveness
D) segment profitability
E) segment "acid test"

F) B) and C)
G) C) and D)

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Question 32

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A company can be said to have used ________ if the company distinguished among customers buying on the basis of price,service,and quality.

A) macrosegmentation
B) microsegmentation
C) strategic segmentation
D) global segmentation
E) short-term segmentation

F) A) and B)
G) B) and C)

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Question 33

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________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

People in the same demographic group generally exhibit similar psychographic profiles.

What is customer cloning and how is it used?

Effective target marketing requires that marketers use market segmentation,market targeting,and market positioning to achieve success in the marketplace.

You have decided to take a purchasing approach to segmenting a proposed business market.All of the following would be potential means (subsegments) for segmenting under the "purchasing approach" EXCEPT ________.

A local service company has decided to segment its market based on occupation;therefore,it has chosen a form of demographic segmentation for its approach.

Users of a brand can be segmented into several groups based on the strength of commitment to the brand.If a brand manager is seeking to identify those users who are actively considering alternative brands,he or she should look for users that are labeled as ________.

Give an example of how a company might target products to children in an ethical way.

If a marketing researcher uses such names (categories) as Blue Blood Estates,Winner's Circle,Hometown Retired,or Shotguns and Pickups when doing segmentation research,the marketing researcher is using ________ clusters.

Illustrations of personality segmentation would include culture-oriented,sports-centered,or outdoor-oriented subsegments.

Marketers usually identify niches by ________.

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.

How are brands likely to position themselves if they are competing in a market that demonstrates diffused preferences?

If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences,the marketing manager will most likely be faced with a ________ preferences pattern.

With ________ as a target market strategy,the firm concentrates on serving many needs of a particular customer group.

PRIZM was developed by Claritas Inc.Explain what PRIZM is intended to do.

A market segment consists of a group of consumers who share a similar set of needs and wants.

The Conversion Model measures the strength of consumers' psychological commitment to brands and their openness to change.Identify and describe the four segments of brand users and the four segments of nonusers.